In my personal experience, I’ve noticed that people often want to “reinvent” when things go bad. To me, it is a far few who can actually achieve this. These are the folks who have actually been able to previously innovate well beyond the margin and can credibly claim “revolutionizing” whatever industry they were in (generally empty claims by most).

I propose instead of something as amorphous and potentially risky as “reinvent,” we consider “re-configure”. The aviation charter business is extremely fragmented — this is why brokers (an arguably inefficient system) can thrive; it’s the best way for a consumer to reach out to disparate parties in one fell swoop. With relatively low barriers to entry, new charter companies rise up – and die out – practically monthly. And without a large force out there with the funds to educate the general population, the knowledge of the advantages of flying private seems to stay with a relatively small group of people.

Instead of reinventing yourself – which takes time and money, and potentially could require a new staff/set of skills — why not reconfigure and join forces? Merge with another operation? Imagine what could happen if all charter companies were able to join their marketing budgets together? The buying power would be awesome and the education of the public wouldn’t be far behind. What if we were able to seamlessly work together to provide coast-to-coast, regional coverage without diluting profit with broker fees?

Now *that* could truly revolutionize an industry.

This post was mentioned on Twitter by AllenatCFM: RT @tweetmeme Reality May Be Difficult | Plane Conversations http://bit.ly/1BuFsV Hard questions about the future of business aviation…